Ag \ ri \ pre\ neur\ ship
Referring to entrepreneurship in agriculture. Defined by the spirit of entrepreneurs who are creative, take opportunities and accept risks, and can quickly change business strategies to adapt to changing environments.
William Fulton moved back to his hometown of Winston-Salem from Charlotte, North Carolina, in December of 2019. He didn’t yet have a plan for his next steps in life or a sense of himself as an Agripreneur Entrepreneur and Chef. But he does now.
William read about Second Harvest’s Providence Culinary Training (PCT) online and got a big thumbs up and encouragement from his cousin, Joseph Abraham, a former PCT teacher and chef with Providence. After a “super positive” experience with our program partners at Goodwill Industries of Northwest NC, William enrolled in PCT in January 2020. (Goodwill is a source of referrals to the program and also assists with screening and testing.)
William’s class ended prematurely in March when the initial COVID shutdown order came from Governor Roy Cooper. Nonetheless, William characterizes his time with the program, the staff, and his classmates as “a pivotal part” of his journey. The feeling was mutual; William was unanimously voted “Most Valuable Classmate” as a member of Culinary Class-CC 82.
William was several weeks into his training experience when, as he describes it, a light bulb went off in his head, bringing welcome affirmation that he was on the right path.
“When you go from making really good money to nothing, it beats you up,” explains William, who left behind a solid career in digital publishing. “But leaving was a choice. I wasn’t happy and the stress of the industry was taking a real toll, so I left.”
It was a leap of faith, but you’ll hear no regret as William recounts his journey home.
“That day in class when Chef Janis taught the lesson on Plant Forward eating was a pivotal moment for me,” explains William. “The dots really started connecting.”
Plant Forward eating and cooking, as the name implies, emphasizes a plant-based diet. The insights around this trend resonated with William. His own journey toward becoming vegan began three years ago, rooted in a desire to better tend to his physical and spiritual health. William also credits a family connection to the land, “all the way back to slave times,” and the influences of his mother and Godmother.
“I was four or five years old when my mom started having me help her chop all of the vegetables for dinner. I hated it, but she saw something in me and nurtured it.”
From his Godmother, William developed a deep appreciation and knowledge of herbal remedies.
At home that evening after class, the uncertainty William had been feeling faded into excitement. He began envisioning “Chop and Chew Kitchen,” a place where your favorite dishes are reimagined or “veganized,” as William likes to say. He purchased web domain rights and launched a Facebook page, Plant-Forward Eating. We invite you to GO LIKE IT RIGHT NOW and then visit TheJugoBar.com. You’ll learn about William’s first local business venture—a juice bar and line of products that are his first step toward nourishing people and community, body and soul.
Especially in the current climate, William recognizes that getting to Grand Opening day at his Chop and Chew Kitchen is going to be a journey. That’s okay though, because he’s pretty fearless when it comes to going after what he wants.
As a younger man, (he just celebrated his 50th birthday), William spent years traveling the world. North Africa to Marrakesh, along the coast of the Mediterranean Sea. Casablanca, Morocco to the South of France, where he settled for a time in wine country. William credits these experiences with intensifying his interest in flavor profiles, many of which are infused in his line of juices, waters, and 23 varieties of handcrafted lemonade, bottled under his Jugo (Spanish for Juice) Bar brand.
During his time with Providence, one of William’s favorite things to do was to “veganize” recipes and revel in the appreciation classmates (a.k.a. designated taste testers) expressed through wide eyes and second helpings. “They couldn’t tell the difference!”
“I learned a lot from the stories shared by the staff and my classmates and got everything I wanted,” says William. “The school is helping to make dreams come true. I gained a new appreciation for what I have. Regardless of challenges that come your way or humble beginnings, you can turn life’s lemons into lemonade.”
You'll find William Fulton’s all natural, cold-pressed juices, infused waters, and 23 varieties of handcrafted lemonade, bottled under the name The Jugo (Juice) Bar, at:
The newly opened Triad Seafood Market at 4459 Indiana Avenue (the long-held dream of William’s brother)
The Farmer’s Market at the Carolina Classic Fairgrounds (a place William holds dear, having visited throughout his childhood with his Godmother)
The Greenhouse, a new business partnership of William’s in collaboration with Camille Lancaster located at 1022 S. Poplar Street. Here, in addition to his juices, William offers a variety of handcrafted (by him), loose-leaf teas under the brand name Roots Tea Space. The location features beautifully cultivated garden spaces, perfect for enjoying a lovely cup of fresh-brewed tea.
And all of this, is just the start of William Fulton’s new beginnings.
